The Chupa Chups brand extension program generated $65 million at retail worldwide last year, and this marks its first year at Brand Licensing Europe. The brand is presenting the latest Chupa Chups style guide, under the leitmotiv “life less serious.”
Launched in 1958, Chupa Chups is now the world’s No. 1 lollipop brand and is equally as focused on its lifestyle brand. It’s a rare example of a brand that started in the kids’ market but progressed to target the teen consumer. Chupa Chups also had recent success with apparel for young men, drawing on the heritage and retro styling of the brand.
Recent signings for the Chupa Chups brand include SICEM International for apparel in Italy; Play by Play in Spain for plush and gadgets; and Teo Jasmin for home décor products in France and Benelux. Licensee Cool Think Licensing has launched the Chupa Chups online store in Spain following its huge success launching hoodies and t-shirts in Pull&Bear this year. U.K. agent Fluid World signed Fashion Lab for apparel for teen girls and young adults including a capsule collection of men’s tees. Cosmetics and toiletries will launch from Poolebeck next year.